RSS
Home
Mobile phones create new business opportunities
Print
Email
RSS
Subscribe
Mobile devices bring new opportunities.
Location, location, location.
If you are like many organizations, you much better understand how effective a solid Internet and marketing strategy can be for your business. No sooner have you gotten an understanding of the impact the Internet has on your business than you find you now have the mobile hill to climb. Is it worth it, how are you going to get there and what will it cost?
The best answer to the question is a qualified maybe. As with any other business decision, you must be clear in what the outcome is. That can be a little tricky when it comes to the mobile play because most companies don't know what is possible. So let's start there. How do you understand what the possibilities of mobile are.
The mobile environment is obviously different from a normal computing environment in that it introduces the context of location into the computing equation. The introduction of location means that user now have the ability to act based on their proximity to a specific target or targets. This is a shift in thinking about the business at it now uses location as a lens to evaluate the value of a service or product. An example can help drive this home. If a donut stands sends out a text that reads, "the next dozen donuts are free;" location plays a big role in how consumers respond. If you are in the store next to the shop, you might have to apologize to your wife for knocking her down. If you are at home, your taste buds wouldn't even notice. Location, although not the only factor, is one of the main drivers in your response.
So with an understanding of how location plays into the equation, an astute business person can begin to apply the mobile context to his or her business. As you begin to think, you will find that some concepts are very strong in the mobile space while others are not. A listing of services doesn't necessarily provide much motivation in a mobile context, unless the user is prepared to place an order at your retail location. Driving directions on the other hand, that can pinpoint the drivers location and provide directions in the context of the consumers current location becomes powerful.
The constraints placed on the mobile environment are net minor. They can be quite demanding. Some of the major constraints in this environment include:
- Screen size
- Bandwidth
- Device inconsistency
One of the biggest problems faced by the mobile environment is the screen size. All graphics and images should be re-evaluated for their relevance in a mobile environment. No need to send it if it makes for a bad display. Additionally, leading into the second point here, there is no need to send unnecessary data through the narrow communication channel that supplies the phone if it's not needed. Currently many consumers are charged by the amount of data transmitted and received; keeping the transmitted data to a minimum is essential to a strong user experience.
Device inconsistency is the bane of the mobile developer's working life. With so many different phone types, it is nearly impossible to design a consistent experience across mobile phone models let alone manufacturers. The good news is better tools are coming out that can minimize development cost while enhancing the end user experience.
With these guideposts firmly in place, emerging from the haze should be glimmering view of what is possible in a mobile environment. The possibility of an immediate response sent to a phone from a marketing communication is in the palms of your hand. There are three broad areas that are being explored on the mobile front. These areas include mobile web development, mobile application development and SMS or text applications. We will explore these more in the upcoming weeks. For now though, let's dream in the mobile context where it is all, Location, Location Location!!
Related Articles:
Add a Comment
